Chivas USA Struggling To Carve Out An Identity In MLS
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Chivas USA Hoping To Better Distinguish
Itself From Mexican Club |
Chivas USA in its five seasons in MLS has "yet to turn a profit," and though attendance is up 14% this season, the club "ranks just fifth in the league and draws fewer fans" than the Galaxy, who share The Home Depot Center with the team, according to Kevin Baxter of the L.A. TIMES. Chivas USA President & CEO Shawn Hunter conceded that the club "must do a better job carving out an identity." The team is affiliated with Mexican Primera Division club CD Guadalajara, with which Chivas USA "shares a name, a mascot, a uniform and a principle owner." But does that "make the MLS club a farm team of its Mexican partner or an independent team with separate goals?" Hunter: "We're definitely not a developmental program. We will never be Guadalajara. Nor do we ever want to be. We want to be a great brother brand. It goes back to really what the goal is: to take advantage of the two pieces of the name, of the Chivas and the USA." But Hunter added that while Chivas USA is "trying to find its own way, it has made heavy use of its Mexican roots." The Home Depot Center features "replicas of such Guadalajara landmarks as the Minerva statue, behind the south grandstands and, on display nearby, replicas of 10 of the 11 trophies" CD Guadalajara won in the Mexican league (L.A. TIMES, 8/7).
THE MAN IN CHARGE: The L.A. TIMES’ Baxter profiles Chivas Owner Jorge Vergara and writes, "In the seven years since he bought the financially troubled Chivas de Guadalajara soccer team, Vergara has been hailed and hated, loved and loathed." Vergara is as "controversial as his team has been successful," but "despite it all, Chivas' popularity is at an all-time high." Vergara said, "Financially, (Chivas) is in black numbers since last year. It has to be strong financially to be strong sport-wise." Baxter notes Vergara has "invested money back into the team, spending $6[M] annually on Chivas' five developmental teams and building a school adjacent to the team's training center" (L.A. TIMES, 8/7).
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